There's more of everything today. More glitzy shopping malls. Swank cars. Luxury labels to flash and wow! More hotels. More fine dining options. Basically more of everything. India is on a roll. Our bad roads and poor infrastructure notwithstanding (be positive!!), the world's looking at us with renewed interest and needless to say, we're loving it. So when every international brand worth its name is coming to India to savour a slice of the Indian pie… it’s no surprise to see a flurry of activity in the publishing arena.
For years, more than we can remember, educated English speaking Indians (especially women) had to whet their magazine desires with just a handful of monthlies. And they would lustily leaf through international editions of Vogue, Hello!, Vanity Fair and others at premium book stores.
Now, no more! They are all in India with our very own Indian editions to attract and pamper us. While Cosmopolitan and Elle set shop in India nearly a decade ago, the last couple of years has seen the arrival of big names from international publishing industry arriving in India with much pomp and splendour. Marie Claire, Good HouseKeeping, Hello!, OK!, Time Out…are few of the famed international titles that now have an Indian edition.
Our large English speaking population, rising disposable incomes and greater media penetration has attracted bigwigs from the publication world - Pearson, Independent News & Media, Hearst and Condé Nast Publications. Many other big players - Walt Disney Co, ESPN, Germany's Bertelsmann AG and Rodale - are waiting to make the grand entry.
Champagne set
Vogue, the fashion bible of the world and the undisputed queen of the magazine world, launched its first issue in October 2007. Talking about the magazine's arrival to India, Alex Kuruvilla, Managing Director Condé Nast India said, "Across the world, the entry of Vogue is often seen as the signal that a market has "arrived" on the fashion and luxury landscape.
The last few years have seen unprecedented economic growth in India. Vogue India aims to be a global platform that showcases India to the world and brings the world to India." Ruchika Mehta, Editor of Hello!, says, ""Hello! is the big daddy of fine life." The magazine promises to bring to the readers the larger-than-life romances, the 'bling' homes, the to-die-for fashion and class, the 'giga-gorgeous' women and men, all packaged into a high gloss monthly.
Hello! was launched with the much-publicized glam wedding of Arun Nayar and Elizabeth Hurley. They completed six months with their September issue.
Yet another glossy that gives the readers a peep into the homes and jazzy lives of the champagne set is OK! India. Editor Sonali Velinkar Kamat says, "We are a magazine that will put Angelina Jolie and Aishwarya Rai on the same platform, in the same pages, facing each other. Where Jolie meets John or where Nicole Richie meets Narain Karthikeyan, if you will. We're not where Hollywood meets 'Bollywood' either; we strive to be, simply, about people — achievers, people with captivating stories."
With magazine racks overflowing with new titles every month, there's a plethora to choose from. While that's great for the reader who can pick what she wants, how do the magazines ensure they are different so as to stand apart? Alex Kuruvilla says, "We aren't interested in appealing to everyone. Vogue has a niche readership and those who read Vogue will lap up the Indian edition." Sonali Kamat adds, “I don't see new titles as a threat — it's a large market and a discerning one too."
Manek Davar of Spenta Multimedia who has many labels under his banner has an opinion of his own on the advent of international titles to India. "The Indian publishing market is complicated for the simple reason that the country has far too many diversities. International publishing giants who have come to India hoping to make the big entry and reap rich dividends need to be aware of the complexities and diversities of the Indian market." Spenta Multimedia launched the British magazine ‘Hair’ in August 2007.
With the economy booming and sensex rising, the limelight's on India. In a country whose millionaire list is rapidly expanding, there's enough money to go around for big-name luxury brands seeking new customers. And that just means more glossies!
